Figure 2
The conceptual model is arranged from left to right with grouped text boxes connected by arrows. At the center, an oval labeled “Behavioural intention” is positioned. A horizontal rightward arrow extends from “Behavioural intention” to a text box on the right labeled “Use Behaviour”. On the left side, four grouped sections are arranged vertically, each containing multiple text boxes. The top section labeled “Triggers factors of behavioral intention to use GenAI” contains three text boxes labeled “Performance expectancy”, “Social influence”, and “Hedonic motivation”. The second section labeled “Convenience assessment” contains three text boxes labeled “Effort expectancy”, “Habit”, and “Price value”. The third section labeled “Facilitating conditions” contains three text boxes labeled “Industry openness towards technological innovation”, “Corporate culture”, and “Regulatory Compliance”. The fourth section labeled “Fear of becoming obsolete” contains a text box labeled “Swap risk perception”. Each of these sections has a diagonal rightward arrow extending toward “Behavioural intention”. Below the center, a separate text box labeled “Technological maturity” is positioned. A diagonal upward arrow extends from “Technological maturity” toward “Behavioural intention”.A theoretical model of GenAI’s acceptance and use for marketing communication. Source: Authors’ own work